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Effective engagement requires communicators to recognise and reflect the worldview of their target audience. Attempts by Non-Governmental Organisations to project their own motivations are rarely successful. In this report we have therefore sought to find language that accurately reflects the values and motivations reported by people from our audiences.

Description:Effective engagement requires communicators to recognise and reflect the worldview of their target audience. Attempts by Non-Governmental Organisations to project their own motivations are rarely successful. In this report we have therefore sought to find language that accurately reflects the values and motivations reported by people from our audiences.